Business Research Methods
Research in Motion II December 29, 2013
1. What types of research were done at each stage? Discuss the strengths of each different type given the stage of the project.
Starbucks used three types of study: products functionality, products optimization and brand tracking.
Product functionality: it is an online research aiming to the adjustment of the products. In the case of Starbucks and the credit card offered it is a process on how appealing is the card, and how the functionality approach to a consumer ought to be in order for the process to achieve it ultimatum.
Product optimization study
This research was done on line to determine which of the card elements is beneficial. In order to encourage consumers to apply for the credit card; the managements at Starbucks must make a courage decision mingled with a calculate risk to gear the customers into a beneficial business strategy. The researchers in this case are to achieve optimum results for the bottom line. Therefore, Starbucks is interested in the Visa cards but also salient to Starbucks profit.
Brand tracking study
This is the finale of the research. It is object is to determine the ROI. Feed back is the important step to formulate the project success. I believe Starbucks is interested in selling more products .To facilitates the disposable cash from consumers it apply a credit card payment to insure their long term strategy. A further study most be implemented to capture those who did not apply, or perhaps the most intriguing question would be a special teaser offer for those who are stubborn to go to Starbucks.
2. Build the management-research question hierarchy for this project.
Opportunity is the target for Starbucks, Bank one and Visa. Therefore, all the players here are in the same arena to ensure a success